You must know how to write marketing strategy if you want to dominate your niche. The best products, the best customer service, the best websites don’t matter squat unless you can reach your audience with a message they care about. Killer marketing strategy is what makes your business. The following are the top 10 steps to writing marketing strategy. Use this as a checklist to see if your marketing is on target.
Talk, talk, talk. Communicate with your customers. You must communicate with your customers enough that you know the words they use. When you can anticipate their next sentence, then you know the best ways to reach them.
Know your tools. There are many ways to reach your customers–email, social media, blogs, direct mailings, etc. Know what tools you have and what their strengths are. Pick only the tools that accomplish your goals and discard the rest.
Know your goals. Writing marketing strategy means knowing what you want to do. “Make more money” is not a marketing goal. Decide specific, measurable goals before you start–and make sure your strategies match your goals. You can’t master your market if you don’t know what you want.
Wear marketing sunglasses. There are many bright and shiny tools, techniques and strategies in the marketing world. Resist chasing butterflies and stick with your plan. Let your competition flounder with too many toys. Be smart.
Pick the right platform. Facebook, Twitter, LinkedIn, blogs, websites–they all have their own community and “feel”. Detailed scientific theories will not be popular on Facebook. Find the platform that suits your niche and goals. If you don’t know the differences, find someone who does.
Be humble. If you write marketing strategy that includes social media, be prepared for people to disagree with you. Be humble and engage in constructive conversation. Your customers will understand if you are human.
Be cunning with your budget. There are times to spend money on marketing and there are times to find free marketing. Know the difference.
Know what you sell. What do you really sell? Not widgets, or services. Not even a state of being like health or wealth. You sell security or comfort or peace of mind or prestige. Know what you really sell before you start to sell.
Understand value. When you know your customers and know what you sell, you will know its true value to your customers. People will pay for things they find valuable. Offer more value than your competition.
Keep your strategies but change your tactics. Once you implement your marketing strategy, some parts will work and some will need adjustment. Be flexible and fast thinking. Change your tactics but don’t abandon your goals unless you truly need a complete change. In light of your results, make all your changes deliberate and rational.
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